Search ads appear alongside search engine results when users type specific queries—making them great for capturing active intent (e.g., “locksmith near Colchester”). Display ads, on the other hand, appear on websites or apps within Google’s Display Network, often utilising visuals or banners. For local campaigns, search ads usually deliver higher conversions because they respond directly to user intent. Display ads can be good for brand awareness or remarketing, especially if you have a strong visual component or promotional message. For example, a new coffee shop in Chelmsford might use display ads to spark curiosity among local residents. Combining both can be effective: use search ads for users actively seeking your services, and display ads to stay visible to those who have already visited your site or match demographic/interest criteria. Choosing the right mix depends on your specific goals, budget, and nature of your Essex business.